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Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability
Peter N. Golder
Journal of Marketing Research
Vol. 37, No. 2 (May, 2000), pp. 156-172
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1558497
Page Count: 17
You can always find the topics here!Topics: Marketing, Brands, Market share, Research methods, Consumer research, Understory, Advertising research, Empirical evidence, Product development, Parametric models
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Several researchers have advocated historical or longitudinal approaches to study marketing phenomena. Although some have applied this approach, more often it has been overlooked or denigrated. The author argues that historical method is capable of producing scientific knowledge that is currently useful, rather than simply a remembrance of the past. The author presents a complete description of the historical method, so researchers can use this article as a guide when applying this method. The value of the method is illustrated by examining the prevailing finding in the marketing literature that market shares are stable over time. Although this finding is considered an empirical generalization, an analysis of more than 650 brands in 100 categories raises doubts about the longevity of market share stability.
Journal of Marketing Research © 2000 American Marketing Association